In this episode, Sinead shares that you should find ways to look beyond what SEO tools show you, and that you sometimes you have to go manual to stand out.Discussion points include:What are examples of not getting enough information from tools?When Media databases don't show you the most relevant contacts, how do you get the most relevant contacts?You say that Google doesn't always show you all the relevant stories from a straight search - why is this important and what should you do about it?Backlink tools can't always show you the full range of backlinks in a domain - why does this matter and how do you dig deeper?How much value does this human digging deeper provide?How do you measure the impact of it?Can AI not assist with this?

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